Changing behaviour with insightful communications
The latest Communications Community of Practice brought together communications and policy professionals from across the sector to consider how behavioural insights (BI) can inform communications practices and enhance customer services.
Attendees heard from Dr Kim Louw from the NSW Behavioural Insights Unit about how the EAST Framework offers some simple way to apply BI to support more effective communications.
Senior Reform Officer Lauren Tait discussed the importance of building in ways to go beyond evaluating awareness of communications campaigns and activities, to analysing the extent to which those activities have created the desired behavioural change.
Anita Evans, Standards and Information Coordinator from the Department of Transport concluded the session with a case study covering efforts to enhance the customer experience at the Driver and Vehicle Services (DVS) by significantly streamlining the number, format and content of required forms. These successful changes have been led by frontline customer service staff based on their interactions with DVS customers.
Upcoming sessions will share other case studies from across the sector into successful ways to deliver effective communications and engagement.
This month also saw IPAA WA’s Young Professional Advisory Committee host Dr Kim Louw for two additional behavioural insights presentations to young professionals in the sector.
With BI considered one of the top five skills required for the government jobs of tomorrow, YPAC’s Chair Danielle Hay considers BI to be an important tool for anyone seeking to make an impact in their career.
“Behavioural insights is integral to enhancing the relationship between government and citizen, and ensuring government is responsive to modern needs,” Ms Hay said.
Dr Louw has spent the past two months working with Public Sector Reform to consider opportunities to apply behavioural insights in the public sector. Ahead of her last week in WA, she sat down with us to discuss the benefits of behavioural insights.
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